What were the most significant changes in the world of fashion photography in the 1990s?

In the 1990s, fashion photography saw significant changes in the style and aesthetics of the industry, as well as in the ways in which fashion was marketed and sold.

One of the most notable changes was the rise of the supermodel, which began in the late 1980s but reached its peak in the early 1990s. Models like Cindy Crawford, Naomi Campbell, and Kate Moss became household names and were featured in countless fashion editorials and advertising campaigns.

The 1990s also saw a shift towards a more natural and minimalist aesthetic, in contrast to the heavily stylized and glamorous look of the 1980s. This was reflected in the work of photographers like Corinne Day and Juergen Teller, who championed a raw and unvarnished style of photography that celebrated imperfection and authenticity.

Another significant change was the increasing use of digital technology in fashion photography. While digital cameras had been around since the 1980s, it wasn't until the 1990s that they began to be used in commercial fashion photography. This allowed for greater flexibility and experimentation, as well as faster turnaround times for images.

Finally, the 1990s saw the rise of fashion advertising as a standalone art form, with brands commissioning some of the most innovative and visually striking campaigns in the history of the industry. Photographers like David LaChapelle and Steven Meisel pushed the boundaries of what was possible in fashion advertising, creating images that were surreal, provocative, and unforgettable.